Varied, innovative, and unexpected movement types and processes support an entertaining product representation. Each spot is unique in some way and sets itself apart from the others. What is striking is that the spots of a brand differ among themselves not insignificant: up on the logo animation, they show no analog or recognizable pattern of movement. Of any brand, a movement dimension is actively occupied and consistently used as a Brandingelement. “The conclusion is therefore: automobile commercials insert sent and in different ways movement, to wake up when the recipient of attention and interest, are motion due to lack of consistency and continuity, on the logo animation, far from corporate”. What could look like a movement pattern that has strong recognition shows spot No. 15 by Fiat, in which an increased memorability is achieved by stroke, speed and standstill.
More conceivable “Examples of corporate motion” approaches of a brand would be always the same acceleration processes or camera movements. By classical conditioning this could be theoretically so closely linked with a brand, that the recipient could recognize them even without the stimulus of the car or the brand and associate. Open remains the question for whatever reason the movement in automobile commercials so far is not used for marking and whether there is ever a sensitivity and conscious decision in regard to this. The result of this study suggests that the spots focus on the intangible added value rather than on the basic benefit of the movement, to position themselves differently. This case study is part of the book “Brand in motion” Editor: Julia Goslar, Martin Maina and Eva Pika, year: 2010, pages: 284, ISBN 978-3-89574-755-7 _ sources: baby, Carsten: branding, brand effects brand management brands controlling, 3rd Edition, Gabler Verlag, Wiesbaden 2008 Bruhn, Manfred: communication policy, systematic use of communication for companies, 3rd Edition, Valen Verlag, Munich 2005 Internet sources: autobild.de: car spot 2008 (2008), last update: 01.02.2010 spiegel.de: small brand, large cost (2004) auto/aktuell/0,1518,294245,00.html, stand: 01.02.2010 figure 1: categories of movements in car commercials, source: own illustration 3 table 1: use the categories of movement.
6 table 2: Number of spots in the categories. 7 1 cf. spiegel.de: small brand, large costs (2004). 2 cf. baby: branding (2008) 177. 3 the concept of Deepenings in the branding baby see: branding (2008), 8f. 4 cf. autobild.de: car spot 2008 (2008). 5 all spots, the names of the jury members and more information can see be seen. 6 categories overlapping the drawbacks of an inadequate selectivity of be outweighed in this case by the benefits of a better overview. 7 See baby: branding (2008), 184f. 8 cf. Bruhn: communication policy (2005), 84ff.